Overall, global luxury goods, from automobiles, yachts to jewelry and perfume all may function as the symbol of success. Howeverin my humble opinion, luxury watches have certain distinctive elements that other luxury goods do not have.
To drink a bottle of Martell can not prove that you are a man of achievements. How to make their special status seen after getting off Rolls-Royce is quite a matter that many rich men care. If there is
a well-recognized “status teller” to show yourself, it must be a wristwatch that can accompany with you all the day round. Nowadays, many luxury watches boost their long history and luxury value but show a lack of unique characters.
The study shows that global luxury watches shares four major points in common:
Firstly, they are rare living antiques. Normally, luxury watches hold a brand history of more than 100 years; Secondly, they are symbolic objects for successful people. Luxury watches are highly exclusive that they can provide exact status proof for their wearers’ they are precious accessories’ Women want jewelry to enhance their appearance while men need a luxury watch to show themselves. Of course, men could choose big rings. But it is a gentle style to show off in an excessive way. A wristwatch that subtly haunts at the cuff can properly send a noble touch;Fourthly, they are personally collection. From views of craftsmanship, luxury watches hold extremely high quality. They normally are crafted from precious materials including gold, diamond and rare metals. Luxury watches thus become private collection on base of well-recognized brand culture. The interesting point is that most private collections are kept in private rooms while luxury watches show themselves on wrists.
However, from view of marketing, the above characteristics make those luxury watches more homogenized. Luxury goods consumers, on the other hand, want to buy something different based on the common ground of luxury watches. So a question is presented before luxury watch enterprises and marketers: do you have any special values?
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